Why Your E-commerce Checkout Is Killing Your Sales

We know you’ve done it, we all have. 

Leaving items in the cart without parting with your cash, is something many of us are guilty of. Whether you left because you found it elsewhere or simply because you ran out of time, it’s something that is all too common. In fact, a survey conducted by Barclaycard found that 41% of shoppers have abandoned a transaction during checkout in the past year, adding up to £18bn in lost sales.

As a business owner or marketer, you may be scratching your head on why this is happening. You have succeeded in getting people to the site, created a seamless shopping experience, your customers have added your products to their basket…it’s going great. Yet, the rest of the process is not as simple as you think. In most cases, users face another 5 steps from the product page. which can present blockers when purchasing.

Online Checkout process

Why Do Users Abandon Cart?

Cart abandonment rates differ from industry to industry. Each online store has its own set of barriers or blockers, from choosing a delivery slot for your groceries to the size of the engagement ring you are about to buy. Product cost can play a big part in these stats with higher valued purchases having higher cart abandonment rates – Salescycle. Retailers can experience abandonment rates below the average, if they have worked hard to improve the user experience, or have addressed some of the issues that cause abandonment, such as choice of payment methods.

Baymard research suggests 62% of all checkout abandonment rates were down to checkout process factors. Imagine you are shopping on mobile before the train comes. Or you have dinner in the oven and you need to go online and buy that product you’ve been meaning to. If this takes too long due to a complicated checkout process, leaving you searching for your card details and everything to apply for a mortgage; You are most likely going to run out of time, get frustrated and go to someone who offers a much simpler solution. 

checkout abandonment factors
Data Source –  Baymard 

A simple, quick and reliable checkout process can be a winner. It can increase your conversion rate. Order value. Even the likeness of return purchases. 

What Is A Well Optimised Checkout Experience?

A huge benefit E-commerce holds over bricks and mortar is: convenience, ease of use, and speed. A well optimised checkout experience should offer all the above. One should remove distractions, making it as easy as possible to buy. If your E-commerce site does not offer this, then shoppers won’t hesitate to leave and go somewhere else.

Furthermore, Baymards research also suggests that Improving the checkout process can have a significant impact on conversion rates. An average large-sized e-commerce site can gain a 35.26% increase in conversion rates. Though better checkout design alone. 

Niel Patel states that the design and layout of your checkout “is where much of the buyer’s decision to buy or not buy will rest”. A well-optimised checkout experience should be clear, informative and be as easy as possible for the customer.

How To Create A Well Optimised Checkout Experience?

When it comes to sites built on Woocommerce, Plug-ins are your best friend. They offer a whole host of functions. Improving customer experience and site design. 

At digitalbeans, we use a vast array of plugins for our web clients, to ensure they get the most out of their website. Some of our favorites include one called Flux Checkout. This plugin allows you to improve the checkout process. Drive sales. And give customers the best experience. 

Below are some of the ways you can optimise your checkout well, with the use of plugins; in this case, with Flux. 

Easy Payment Process (One Page, Multi – Step Checkout)

mobile multi-step checkout

Standard checkout pages can be long. The checkout will involve many steps, making it easy for your potential customer to give up. Before they even hand over their cash.

A one-page checkout could be the solution you have been looking for. Give your customers the ability to have a quick and easy payment process. Without having to load more than 1 page. The result is a massive reduction in abandoned carts. As well as a better experience for your customers. Especially if their internet connection is not lightning fast. 

A checkout page with a ton of fields can overwhelm the customer right from the start and lead them to bounce. Reducing the number of fields a customer has to fill in on a single page can prevent this. 

By Creating a multi-step checkout form. You can make sure that each step contains the least number of fields and actions. Helping You deliver a great checkout experience, convert more customers, and boost sales.

Auto-Populating Fields

We can all agree that filling in our shipping & personal details can slow the process down. 28% of users agree that this is the very reason why they abandon their cart. The biggest section of the checkout process is the billing/shipping address. House/flat number, street name, city, postcode…it doesn’t seem like a lot. This can add up to six individual fields to populate, many may give up or rethink their purchase decision.

postcode look-up

An address lookup plugin will allow customers to input their postcode. looking up their address with an autocomplete function. Saving time and errors. Giving customers a quicker and smoother experience during the checkout process.  

Dealing With Cart Abandonment

Despite the measures you take to prevent cart abandonment. There will still be those who leave your site before completing. which you may not be able to control. 

This does not mean they are gone, or won’t return. In fact you can encourage them to return with some clever tactics. 

The most effective methods for re-capturing those who abandoned their cart is through remarketing. Remarketing is when you target those customers who abandoned their cart, with tailored messages. Done via both display and email marketing. Remarketing emails generate higher open and click through rates than regular marketing emails (SalesCycle). You can get personal and even show the products they had in their basket – cool right? 

Customers respond positively to remarketing if done correctly. If you aren’t already doing this, it could be time to start. Give the customer a reason to come back and not lose the sale.  

What Next?

How well optimised is your checkout – do you know? 

Feel free to revisit your website and take the points you read about today. If you have any questions or would like some advice, don’t hesitate to ask below.

Whether it’s improving your checkout process or assisting with some remarketing campaigns. The team here at digitalbeans have years of experience and proven results. 

We would be more than happy to help you achieve your goals – get in touch with us today. 

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